Lead Magnet/Content Campaigns
Whether you’re B2B or B2C, lead magnet marketing is a tactic we use at NuSpark Consulting all the time for clients to generate high quality leads; targeting those prospects looking for information to help solve a business problem or generally any need that could lead to a sale or customer. It’s the epitome of building trust by providing insights and solutions. Trust sells more than anything.
What Is a Lead Magnet?
Simply, a lead magnet encourages your site visitors to exchange information, such as their email address for access. It’s content that drives awareness but also provides information that helps a potential customer engage and find interest in your product or service. Lead magnets need to offer the prospect important value in exchange for their opting in to receive messages from your organization in the future.
Lead magnets can take many forms, but they typically have the following characteristics:
- Promotes your business (generates leads)
- Free to deliver (no cost)
- They have perceived value
- The best lead magnets offer expert insight, insider knowledge, efficient ways to get business processes done, or some other creative and unique solution that solves a real problem for your target personas
The best lead magnets solve enough of a business problem that the prospect recognizes that your firm is the expert in the field
Examples of Lead Magnets
A whitepaper is an in-depth thought leadership piece that shares unique data, perspective, or advice with your audience.
Webinars give your audience a chance to dig into engaging video content and, often, to ask questions in a Q&A session. And if you offer them on-demand after the initial live event, webinars can deliver leads for months and even years to come.
Mini Guide or eBook
Like a whitepaper, eBooks and other guides solve a specific problem. And like whitepapers, they can range in length from a few pages to many pages. eBooks tend not to be data-heavy; they’re easy reading and often conversational guides that help readers fully understand a topic.
Usually for SaaS, trials give prospects clues on whether your tool can provide the solution to their business problems. Of course our goal is to segue trials into buyers.
Paul leads his skilled and affordable content writers to outline and write compelling lead magnets to drive leads to your firm.
Our Lead Magnet Lead Generation Process
First we define your ideal customers. Pain points, needs, desired outcomes, research process, content consumption patterns and more. We need to get a full understanding of why your prospects would need your product or service, and why they should buy from me.
We come to you with lead magnet topics for your approval before we create them. This includes format. Paul Mosenson will project manage the entire process. Topics also include follow-up messaging.
As discussed on the planning page, Paul builds a comprehensive plan covering media strategy, demand generation, social, and content syndication. Content Syndication is where publishers promote your content, use their own landing pages (we provide content and images), and we generate filtered quality leads on a cost-per-lead basis. We have great success generating leads using partners like Netline, Spiceworks/Ziff-Davis, Demand Science, and TechTarget.
Build of Funnels and Cadences
Of course, there are maybe hundreds of tools and platforms that segment the leads and automatically enter them into funnels or cadences, with the goal to transform content leads into real prospects. We have experience with many of them, like Hubspot, Active Campaign, Pardot, Act-On, VanillaSoft, plus many of the low cost alternatives like Click Funnels, GetResponse, ConvertKit, Mailshake, Woodpecker, plus our own tool, SparkLead.
Here’s an example of a cadence for a SaaS business with the goal to upsell after a trial.
Here’s a typical example of a content cadence.
Every funnel include dynamic actions based on trigger events like the below.
It’s really not about the tool, but the strategy and process. Messaging needs to continue to build trust and combine relevant content with offers. Paul Mosenson is a whiz at putting funnels together and it’s a key part of our engagement with you.
Contact Paul at NuSpark Consulting now and begin the process of better lead generation. Your salespeople need it. You better call Paul.
Lead Magnet Playbook
For more information, you can download for free Paul’s Lead Magnet playbook, and learn more about Paul’s process to content marketing and lead generation. It includes many examples of lead funnels. (No form needed for this one!)
We’ve developed a number of white papers in the past. Are you next?
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